LinkedIn has grown exponentially since its debut in December of 2002. While it was originally formed as a networking and job hunting site, LinkedIn has expanded to become the premier social media marketing site for businesses to market and find leads, especially B2B companies. If you are in a B2B industry and have not yet tried using LinkedIn to prospect for leads, you may be missing out on a valuable resource for qualified prospects. Since LinkedIn already has a built-in referral system, you can create a powerful network of referrers and use their influence to extend your reach. Here is a list of best practices to maximize your prospecting and networking time on LinkedIn.
How to Use LinkedIn for Your Business
If you want to make the most out of your company’s LinkedIn account, follow these tips:
- Fill out your profile and company page fully.
LinkedIn has several guides to help you learn how to use your business account. You should complete every section on your company page and profile page to maximize reasons for people to find you. Use your keywords to help searchers find you and define your niche. MOZ suggests that you should keep your company page consistently updated because LinkedIn provides almost three times the B2B leads as Facebook or Twitter. Remember that your LinkedIn profile is also searchable on Google and another way to drive traffic to your website or landing pages.
- Customize your pages.
LinkedIn offers a lot of leeway for customization. Use this to present your brand on your terms and SEO optimize each page. Use the space allotted to include as much relevant information as you can including links to your landing pages. You can also upload media to brand each page as your own from headers to product images.
- Establish thought leadership in your niche.
You can publish content to your peers on LinkedIn that will also get picked up by the search engines. Use this content as a method to drive traffic to your company page and your company website. Content will also show up in followers’ feeds for perusal and engagement.
- Join groups for networking.
LinkedIn groups are a good way to meet new people and network without a need for a previous connection on the site. Search for groups where you can answer questions that are in your field. Groups are not the place for vigorous self-promotion. Use them for generating leads and referrals.
- Use LinkedIn for generating leads.
There are several good articles about how to use LinkedIn for generating leads. However, the key is to have your entire staff use it as a team to get the most benefits. By coordinating your efforts, you will get far more benefits. For instance, you can use teamwork to distribute your LinkedIn content to a much broader network if all of your team shares it to everyone they know. They can also start engagement or point out specifics on articles to their networks.
- Offer your free content to your network.
You can upload content to LinkedIn to drive traffic to your landing pages. Whitepapers, reports, videos and other content can have embedded links. Use this method to offer unique free content for LinkedIn members or start new leads through your sales funnel. You can qualify leads for interest with this method and add them to your CRM for nurturing.
LinkedIn offers a network of professionals that are already listed with their business information, giving you a step up in researching their needs for your products and services. Like all social networks, there is a time factor involved in building your prospect list. Unlike other social networks, you start with a qualified list of prospects and a method for individual referrals.
Contact us or call us now at 215-393-8700 for more tips on getting conversions from your LinkedIn account.